TikTok: uma análise das estratégias comunicacionais dos booktokers no incentivo à leitura

Abstract

TikTok, which has consolidated its global expansion and reached the milestone of one billion monthly active users in 2021, has been gaining more and more ground among young people. Within this platform, “BookTok” stood out, especially during the pandemic, as a community dedicated to literature. This study aimed to analyze the communication strategies of the so called “booktokers”, influencers who talk about literature on TikTok, with an emphasis on the impact of these strategies on encouraging reading, especially among young people. The methodology used was an exploratory research that used documentary analysis, with data collection through observation of content posted by these influencers. It was found that influencers use several strategies to engage the community and encourage the habit of reading, highlighting the potential of TikTok in promoting reading among young people.